Karen Millen is using its autumn 13 campaign to challenge consumer perceptions of the womenswear chain.
The campaign, shot by British photographer David Bailey, features portraits of four up-and-coming models wearing pieces from the collection.
The retailer has also updated its logo and introduced new carrier bags into store and the chain is currently reviewing store design and visual merchandise.
“There are more casual clothes but still with lots of attention to detail,” she added. “There is a general trend in fashion towards more separates, a trend towards more relaxed dressing.
“In lots of peoples’ heads we are seen as a destination for a dress but the biggest growth in our business has been the casualwear side. The leather goods business is growing phenomenally and denim is also becoming a larger part.”
Of the campaign imagery, Metheringham added: “We wanted to focus on the clothes and the quality and the personality of the woman who wears them.”
She added: “We have come to realise we are an international fashion house and we need to create something that will make us really stand out and be recognised.
Karen Millen, which has 372 stores globally, plans to have a 400-strong portfolio by the end of the year. It opened two stores in China this year, with a further two planned.
The chain is also pinning its hopes on success in the US and has created exclusive collections for stockists there. “We are looking to expand sales in the US by 30% in the year ending next March,” Metheringham added.
Back on UK shores, Karen Millen has this week launched a pop up shop in Selfridges that offers made-to-measure tailoring in a further move to showcase its creative skills.